The Société des alcools du Québec (SAQ) has announced a slight increase in its markup on all products except “Value Pick” wines priced under $12. The adjustment will take effect on February 2, 2025. 

“Our markup has increased only once since 2017, in February of this year, with the increase being implemented in May,” explained Édith Fillion, the SAQ’s Vice-President and Chief Financial Officer. “That is why, as publicly announced, we now review the markup on an annual basis. This allows us to the markup reflects changes in our costs and financial environment.” 

The SAQ is announcing the increase today to give its suppliers time to adjust in the lead-up to the next price negotiation period, as scheduled in the company’s price adjustment calendar. 

Prices still competitive 

The SAQ’s commitment to offering fair and competitive prices to its customers remains unchanged. For example, the markup on a $15 wine will increase 0.3%, corresponding to a retail price increase of approximately $0.05. For a $45 bottle of spirits, the markup will increase 3.4%, equivalent to a retail price increase of approximately $1.50. 

“The depth of our product offer and the quality of the advisory service provided by our in-store colleagues mean that every customer is able to find a wine or spirits that fits their budget and meets their expectations,” Ms. Filion said. 

SAQ prices explained 

It should be noted that the markup is only one of the components making up product sales prices at the SAQ. Specifically, it is a percentage of the profit that the government corporation applies to the products it sells. The markup allows the SAQ to cover its operating costs and make a profit, which is remitted to the Quebec government. 

To understand all the components of the price paid for a bottle of wine or spirits, see the Breaking down SAQ prices page for a clear and transparent explanation of the subject.